Being able to write compelling ad copies has the power the persuade your customers to make the purchase. You are writing these copies for humans, yet you want to keep in mind on search engine optimization (SEO). In this article, we will share 5 simple tips on how to master the art of copywriting. Follow these tips and you might find that it’s not too difficult to write marketing copies that drive conversions.
But first, let’s look at 3 common copywriting mistakes that many people do.
Mistake #1: Lack Of Personality
Nobody wants to talk to a faceless business. Some ecommerce companies talk to customers like they don’t have a soul. Their copies don’t connect, engage, and lack personality. When we write ad copies, it’s easy for us to forget that you are actually talking to a real-life person, especially when both you and the reader are just looking at the computer screen. Your copies may sound boring and robot-like.
Mistake #2: Too Much Focus On Facts
Facts give your copies substance and proof, but too much attention on it make your copy sound cold and blunt. In ecommerce, a product feature would be a fact about your product, like “this pair of shoes comes with insulated soles.” Although many of us have been taught to focus on data and facts in order to find credibility in something, simply facts on their own is not enough to make your copy persuasive.
Mistake #3: Adjectives Overdose
Adjectives are very helpful in describing what the product looks like and how it works, but just like facts, using too much adjectives will give your reader a headache. An overused example of adjectives would be something like: “This curated collection of soft and versatile sneakers has a unique look, with the most advanced shoe design that gives you an all-day comfort.” The biggest problem about using too much adjectives is that it slows the reading and processing time by a lot, therefore making your copy wordy and incomprehensible.
To avoid these 3 common copywriting mistakes, you can try with the following 5 tips.
Tip #1: Use Jargon & Keywords
To write copies that speak and connect with your target audience, you have to use jargon. Jargon is special words and phrases that are often used in a specific niche. For example, if you are selling men’s shaving products, your jargon would be terms like “after shave”, “shaving cream”, “blade buffing”, etc. Using jargon demonstrates that you are an expert in the niche and including them in your ad copy also acts as keywords that can boost your SEO. If you don’t know the jargon and keywords within your niche, this means you don’t understand your target audience well enough and you should do more research.
Tip #2: Tell A Story
Remember what we said about having too many facts in your copy? You can tone it down by writing a story with your facts. Stories can turn your content and facts into something a lot more meaningful. They help your readers visualize how your products add value into their lives. But don’t worry, your stories don’t necessarily have to be long.
Imagine you’re selling an office chair with back cushion support. You can tell a simple story about a customer who always suffers back pains from different chairs while working long hours from sitting down, until he found your chair that completely transformed his work experience. Your copy can outline your product features and specs through an entertaining story that draws on emotions.
Tip #3: The 4 Magic Words
There are 4 very influential words when it comes to copywriting: you, new, free, and guaranteed.
Whether we like to admit it or not, we’re all a bit egocentric. So when it comes to ad copies, if the focus is directly on us, it’ll make a powerful connection. Copywriters often like to use words like “you” or “your” to address customers because it makes them feel like there’s a person talking to them directly.
When we see the word “new” in advertising materials, feelings of excitement and desire often come into place. Apple comes out with a new iPhone every year with new specs, new design, new technology, and the list goes on. It’s arguable if there are any actual major differences between each phone, but the word itself used in their marketing strategy is already powerful enough to generate hype and value.
The word “free” is also another powerful emotional trigger, and ecommerce giant Amazon knows just how to use it to their full advantage. Amazon offers free shipping and since then, they have completely transformed the ecommerce industry where many customers expect all online business to have free shipping. Common practices of this word in ecommerce also includes free sample, free gift, free wrapping, buy one get one free, etc.
The word “guaranteed” plays a key role in a good marketing copy because it appeals to customers by triggering their emotions like security and trust. However, words like guaranteed and free should be used in moderation. Too much “free” would lower the value of your product. You also don’t want to make any empty promises just because you want to add “guaranteed” in your copy.
Tip #4: A Compelling Headline
Headline is also part of your ad copy. A compelling headline puts readers to a pause and entice them to continue reading the rest of your copy. Being able to write a powerful headline is especially important if you are advertising on Facebook. Just like headlines you see on the news, they are meant to be bold, interesting, and attention-grabbing. You want your headline to stop the tracks of the reader. And remember, if you are writing a headline for Facebook ads, you only have a few seconds to stop the person from scrolling so be sure to make it short and sweet.
Tip #5: Good Visual Flow
Last but not least, your copy needs to have a good visual flow. This means your copy should have proper spacing and breaks in between sentences so the reader can quickly scan through your copy and would still be able to clearly understand what you’re trying to say. No one has time or even want to read a long paragraph about your product, but if you break up the paragraph into short sentences or write in point form, then your audience would be a lot more willing to read. You can also consider bolding and underlining certain words and short phrases in your copy to emphasize an important point.
The biggest takeaway when it comes to mastering copywriting is to be engaging. Don’t be a robot that talks in monotone, but be someone that has personality that speaks to the audience on a deeper level. Ask yourself when you’re writing the copy. Would you feel connected to the seller? Would you stop and take time to read the copy? Write the copy like you’re having a conversation with a good friend and give helpful information.